Sonic Drive-In has announced its partnership with the X Games, which will be held at the Ventura County Fairgrounds in California at the end of June. This marks the first time a quick-service restaurant has been a “presenting partner” of the action sports competition. The games and associated musical performances will take place from June 27-30.
Among the attractions at the event will be a Sonic Park racecourse where five competitions will be held. In addition, a family-friendly area called Sonic Club ’95 will be set up to provide attendees with first tastes of new menu items. Select X Games stars will be at the club to sample beverages and interact with fans. Sonic will also be selling unique collectibles at the event.
The chief marketing officer of Sonic, Ryan Dickerson, expressed excitement about the partnership and the opportunity it presents to engage with fans. “Sonic is known for its experiential concept and signature parking lot delivery service model,” he said. “We offer a wide variety of drinks, including unique customizable options.” Recent promotions have included collaborations with musical artists like Reba McEntire and JP Saxe, Kelsea Ballerini, Lainey Wilson, and Metro Boomin.
Sonic has been a subsidiary of Inspire Brands since 2018 and this partnership is part of their ongoing efforts to engage with fans and promote themselves as a fun and innovative brand. With over 3,500 locations in 47 states, Sonic offers more than just food – it’s an experience that brings joy to people everywhere!
